Sharing of Sponsored Advertisements on Social Media: A Uses and Gratifications Perspective

Cherniece J. Plume, Emma L. Slade*

*Corresponding author for this work

Research output: Contribution to journalArticle (Academic Journal)peer-review

36 Citations (Scopus)
655 Downloads (Pure)


Organisations are increasingly utilising social media to advertise to, and interact with, consumers. Sponsored advertisements embedded into targeted users’ social media feeds appear less invasive than standalone advertisements but, unlike organic postings, incur financial cost. Given that friends’ posts attract most attention, this research employs Uses and Gratifications theory to determine salient motivations for users’ intentions to share sponsored advertisements, framed in the tourism context. Survey data was collected (n = 487) and analysis revealed altruism, entertainment, socialising, and information seeking to be significant positive drivers of intention to share tourism-related sponsored advertisements on Facebook. Notably, information sharing was found to have a negative effect, while self-expression had no significant effect. In addition, the motivations were not found to significantly differ between males and females. This study contributes to theoretical understanding of users’ intentions to share sponsored advertisements within the social media environment and provides practical recommendations to help tourism marketers maximise reach.

Original languageEnglish
Number of pages13
JournalInformation Systems Frontiers
Early online date6 Jan 2018
Publication statusE-pub ahead of print - 6 Jan 2018


  • Gender differences
  • Sharing
  • Social media
  • Sponsored advertisements
  • Uses and gratifications


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